What do you do if your new brand is struggling to gain traction due to ineffective communication?

couple of pointers to get started: 1. Identify your target audience clearly. Always great to make a consumer profile. 2. Clear message: The "AND" theory does not work when it comes to advertising. Be absolutely single minded when crafting communication to your target audience. Do not overload the messaging. 3. Be consistent: Any communication needs time & effort to reach your audience. Be consistent with your messaging as it takes time to build a brand. Patience is the key. Check all communication touchpoints to ensure there is consistency in your delivery. Your packaging, POS material, your uniforms, emails, texts, social media- all should be consistent. 4. Seek feedback from everyone, especially your target audience. Hope this helps!

Thank you LinkedIn for asking a Sales Person to comment on a Marketing topic. The simple and correct answer is to have Marketing report into the CRO.

In my experience I would suggest going back to the basics of marketing - The 4Ps. Is your Product, Price and Place right and in sync with the market(consumer need). Only after being absolutely sure about it would I re-evaluate the communication. Many a times, companies are not ready to admit their own folly and try to blame their communication( actually the communications agency or the marketing team). And, to avoid not recognizing the mistakes again, I would recommend assessment by an external entity. May cost more but in the long run, it would be economic.

1) Encourage interaction and engagement with your brand through various means such as interactive content, contests, polls, or user-generated content. Engaging with your audience can help build brand awareness and loyalty. 2) Gather feedback from customers, partners, and other stakeholders to identify areas for improvement in your communication strategy. Use this feedback to make necessary adjustments and optimize your approach.

The basic rule of book has to be followed which includes a detailed analysis of what went wrong. Be it creative testing or communication platforms, the evaluation is important. Once you zero in on major points, then proceed to correction. Right messaging to the right audience through most relevant touchpoints is very important for any brand communication to be effective. If you are in awareness stage, trying to do too many things regarding branding may result adverse than effective. A/B Testing of creative, POD within your category, right product communication are among many things that need to be taken care. Branding is about creating persona and becoming extension of consumer persona. Thus emotive coms, rational coms both become important

The issue, especially for a new brand, could be a lack of genuine brand positioning. We see this with new brands, in particular, that have focused on developing their “product” but given lip service to building their brand in the rush to go to market. The message may not resonate because you don’t have a clearly defined target and relating to them accordingly. Or your purported points of difference are not truly different and your swimming upstream in a sea of sameness.

There are two key dimensions of a brand that will determine its success. The first is distinction. A brand needs to cut through the clutter, stand out from the sea of communication sameness, and be seen. More than that, the brand idea needs to be memorable - and the best way to ensure that, is to create distinctive brand assets. A tagline, a brand mascot, an audio signature, a consistent advertising theme, mnemonics and symbols. Distinction in itself is not enough, though. The second dimension, resonance, is equally as important. The Brand needs to create desire for the brand. Tap into key human drivers. When a Brand’s communication is distinct AND resonant, it will be effective.

Get clear on your audience the problem that you are solving for them and the value you provide. It sounds simple but a lot of people never really clarify their audience, the problem to solve or their value proposition.

Distill, edit furiously and test it is a great starting point. Sift out all unnecessary narratives that don’t contribute to a singular key message. Get to the essential meaning or idea of what is being conveyed. Pore through it. Read it repeatedly. Translate “English” to English by ensuring all complex terms have been replaced by simpler ones. Resist the urge to maintain the complex thought as it is presented. Take the extra step to have it reviewed by a colleague. Bounce it off another trusted friend. There’s only value in the work produced if it’s understood easily.

First assess and understand why it’s not working , then go back to the drawing board to tweak messaging . Also are the channels of dissemination the correct ones? Important to pivot and re evaluate messaging/ market and audience

A identidade que é passada pelo visual , cria mais conex?o com o publico do que um texto apenas . somos visuais . nas campanhas é necessário ter uma identidade da marca , a qual o seu publica a identifique de imediato e crie conex?es .

Visual engagement is crucial for effective communication across all mediums. Even in text-only documents, elements such as margins, fonts, and layout play a significant role in conveying messages before they are read. Establishing a visual identity guideline, encompassing elements like logos, color schemes, patterns, pictograms, and fonts, is essential for ensuring consistency and brand recognition. Additionally, developing photography and videography guidelines tailored to the target audience facilitates easy brand recognition and engagement.

Understand the Target Audience: Gain a deep understanding of the target audience's needs, preferences, and pain points. Conduct market research, analyze customer data, and gather feedback to uncover insights about their behaviors and motivations. Tailor the communication strategy to resonate with the target audience and address their needs effectively.

Don't ignore problems with your brand/products/ service and expect messaging to fix it. Especially in this age of reviews and ratings being one of the top ways people make decisions about brands, products and interacting with them. If your competitors are putting more effort into packaging, style, color... you should too. Not because you're being a copycat but because consumers are looking at over 10 (sometimes 20 images) in a single view and it's important you catch their attention visually before they get into your product specifics. Same goes for shopping in a store. #standout So, do fix any recurrent issues with your brand, make sure you've got great reviews and ratings... and add that to the messaging/brand story you craft!

Sometimes it takes a village and we have seen how brands luxury luggage brand Rimowa were not accepted in this market when we started with them. Public was reluctant to use hard shell luggage and no one could pronounce the brands name. We focused our work on celebrities, influencers and media ( but rather than writing we asked them to try it) and more and more people got obsessed with the experience which then in turn created media interest and the flywheels was ready to go.

There are a lot of considerations, but two key areas I usually emphasize: 1) Make sure your brand messaging clearly communicates who you are, what you offer, and why it matters to your target audience(s). If it's unclear or unappealing, don’t be afraid to iterate to be more compelling and aligned with your audience's needs and values; and 2) Visual elements play a such an impactful role in communication. Ensure your branding, graphics, and design are visually appealing and consistent across all channels. Invest in professional design if necessary to enhance credibility and attract attention. The investment is well worth it.

This step is most contentious; most marketers prefer more convenient channels for implementing their strategy than selecting the top channels where their target audience is most engaged. You can work with a broader target audience for a new brand to drive awareness and determine which segment might have the highest value for your product to increase conversions. Creating a persona will support gathering insights on channels with the highest reach and engagement, enabling more effective marketing sales and long-term business success.

Um erro muito comum de algumas marcas é a limita??o aos canais digitais que já est?o saturados por pura cultura interna, n?o explorando assim, os novos canais onde podem alcan?ar um maior espa?o para engajamento. Claro que a decis?o deve estar baseada no público e, por isso, é t?o importante conhecer onde o público está e de que maneira se comunica. Essa tarefa n?o é válida apenas para novas marcas, mas o comportamento e o tipo do público podem passar por constantes mudan?as. Por isso, é fundamental estar em alerta a este ponto e explorar estrategicamente os multicanais, e considerando a era imediatista atual, sugiro o investimento em maneiras mais visuais e rápidas de criar conex?es e transmitir a mensagem.

When launching our organic skincare line, we encountered similar challenges in a market dominated by established chemical-based products. Recognizing the importance of direct experience, we shifted our strategy to hands-on engagement. We organized pop-up events and workshops where potential customers could experience the benefits of our products firsthand. These events were supported by social media campaigns

You need to listen to the audience (like a skilled stand-up tailoring their act to the reactions they get). By inviting responses - questions, competition entries, reactions - you will be a big step closer to creating communities of like-minded But you should also be monitoring what people are saying about your brand behid your back, using a social media listening tool like Brandwatch.

Create Engaging Content: Develop high-quality, relevant content that captures the audience's attention and resonates with their interests. Utilize storytelling, visual imagery, and interactive elements to make the content engaging and memorable. Tailor the content to suit the preferences of different audience segments and optimize it for each communication channel. Build Relationships with Stakeholders: Cultivate meaningful relationships with stakeholders, including customers, employees, partners, and influencers. Engage with them regularly through various communication channels, listen to their feedback, and address their concerns promptly. Building strong relationships fosters trust and loyalty, driving advocacy and brand affinity.

Connect people to people, and people to your brand. Brand champions carry a lot of weight to drive a new and unknown brand forward.

No brand can work if it lacks personality. And brands usually lack personality because of their inability to curate an atmosphere around them - which is certainly what community is all about. A brand's community should comprise its well wishers (positively impacted customers) and also a few case studies of how pissed-off customers are handled by the brand. Allow people to engage with your brand. Listen to them, and curate your strategies accordingly.

In the current scenario where social media plays a pivotal role in carving an identity for any brand, creating a community of people who believe in your brand vision and goals is very crucial. *It is just not a community but a community of brand ambassadors who will talk about and market the brand organically. *They will give valuable feedback and will be loyal customer if they can resonate with the brand. *A brand needs to increase its brand recall and engage more and more with the community .

The key here is flexibility, constant analysis and fine tuning. What works one week may not work the next week. And if your strategy continues to fail then it’s time to pivot.

Perhaps the reason communication is an issue is due to the fact the people employed to spread the message/communication are just not adept enough for the task. When all is said and done, if the people are not good enough at the job, you’re going to struggle to communicate any message, hence why regular training and development is vital for all business channels to operate effectively.

There’s a difference between iterating with purpose and changing your approach without discipline. As marketers and business leaders we live and breathe our strategies, messages and claims every day. We are at risk of getting bored with our approach LONG before our prospective customers do. Consistency is critical to building long term brand equity and driving growth. By using and insights-based approach and strategic discipline, it’s easier to iterate to learn or pivot when a true change is needed. Be careful if you’re changing things up for other reasons, especially if those reasons include a “shiny object” brought to the team without connection to the current strategy.

It’s important that you constantly test the pulse about your brand. How relevant you are. It can be done through formal research and voice of customers.

Consider the visual branding, is it strong and profiles the ideal customer. If it does then stick with the branding elements (as it was probably very pricey.” Focus on communication, current verbiage used by the idea customer, channel you placement so it’s visual in the avenues your idea customers purchasing habits are. Focus groups. Don’t throw in the towel too fast.

A lack of communication occurs in business when essential information is withheld or not communicated clearly. When data is withheld or unclear, team members attempt to “fill in the blanks” of what is unknown or not understood. This leads to misinformation, incorrect assumptions, and mistakes. Some problems caused by lack of communication in the workplace include: Duplicated employee efforts Stunted progress towards company goals Inability to finish projects Mistrust of leadership Reduced team morale and motivation Poor interpersonal work relationships Missed opportunities Siloed teams Toxic work culture

Ineffective communication could be the result of so many factors and it is essential to identify the same before any remedial action is planned. * Is the product addressing the need gap of the consumer in order to make it worth his while to listen to the communication. * Do we need to change the communication * Is the product available at all required places and is visible to the consumer, in order to check the effectiveness of the communication. * Is the pricing good enough for the consumer to deliver the expected results. All this and more has to be answered before we can address the effectiveness of the communication.

While the mentality should be Progress over Perfection, be sure to pivot quickly on the following parts of your plan: -- Your audience targeting as it might not be the message, but rather the recipients of the message. -- Time messages are being posted/sent -- Structure of the communication- try shorter and bolding key points. -- Leverage reviews of your product to see both what early consumers have liked most and what questions they have had. -- Are there ways to connect with relevant daily stories that your product would help with? -- Consider influencers to communicate to an established audience about your Brand.

For me, presence is everything. We can analyze to death all perspectives but the best communicator is yourself - that is if you are gifted with good communication skills which means you need to know how to listen. When you show up for your customer you may gain not only 50% in appreciation for your presence but they now have a face to the person. It will be much easier to communicate. One thing I found is that customers in my sales area hold on information until I visit them. They may do this because they do not feel confident in opening about issues with the brand. Also more often than enough asking the right questions via any type of communication can save the paralysis that comes with the over- analysis.

Recheck business strategy, product design and Marketing strategy. Maybe the error does not come from outside but from inside!